Rosser Reeves Quotes

#1. Unless a product becomes outmoded, a great campaign will not wear itself out.

Rosser Reeves

#2. They establish contact with the subconscious of the consumer below the word level. They do this with visual symbols instead of words ... They communicate faster. They are more direct. There is no work, no mental effort. Their sole purpose is to create images and moods.

Rosser Reeves

#3. No, sir, I'm not saying that charming, witty and warm copy won't sell. I'm just saying I've seen thousands of charming, witty campaigns that didn't sell.

Rosser Reeves

#4. Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force - an extension, if you will, of the merchant who cries aloud his wares.

Rosser Reeves

#5. You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.

Rosser Reeves